High Ad Strength Does Not Always Mean Better Conversions

Google tends to serve responsive search ads with higher Ad Strength ratings more often than lower-rated alternatives, but those ads do not consistently deliver better conversion results, according to a study by Brad Geddes. The research covered 5,900 accounts and found that higher-rated ads converted better 45% of the time.

The finding highlights a distinction between how frequently an ad is served and how well it converts. An ad that receives a stronger rating may have more opportunities to appear, but the rating alone does not establish that it will outperform a lower-rated ad on conversions. The study points to pinning as an explanation for the difference.

For advertisers comparing responsive search ads, the result is a reminder not to treat Ad Strength as a stand-in for conversion performance. The two measures address different questions: one is the rating assigned to an ad, while the other reflects the conversion outcome being compared. A higher rating and a better conversion result can occur together, but the study suggests they do not always do so.

The 45% figure also needs to be read carefully. It describes how often the higher-rated ad converted better in the study; it does not, by itself, establish that the lower-rated ad won every other comparison. Nor does the figure tell an individual advertiser which version will perform better in a particular account.

The difference in serving frequency matters when reviewing results. If a higher-rated ad appears more often, its visibility should be considered alongside its conversion performance rather than taken as proof that it is the stronger choice. The study's account-level scope provides a broad basis for the finding, while the overall result remains separate from the outcome of any single advertiser's test.

What this means for marketers

Review Ad Strength alongside conversion results rather than using the rating as the sole basis for choosing an ad. When comparing responsive search ads, consider how often each version is served and examine the role of pinning. Use the results in your own account to assess whether the more highly rated version is also the one meeting your conversion goals.